E-commerce Marketing Slobs
When Marketers Goof Up
When an offer is made to existing customers who are already using that product or service, the mailer looks like a chump.
About List Rentals
If this were the world of snail mail and Geezer Marketing, Facebook would cut a deal with Starbucks whereby its $5 loyalty program offer would be sent to any Facebooker who indicated a fondness for coffee.
The exceptions: If this were snail mail, Starbucks would be nuts to send mailings to known coffee lovers who are already loyalty card members for two reasons:
- Snail mail costs 40¢ (for a postcard) to 60¢ for full dress package. This is real money.
- It would be an insult to the Starbucks customer. People like to be known and coddled. Send the redundant offer and you are saying, "We don't know you and don't care."
The Solution: Merge/Purge
In this case, Starbucks does not want to tick off loyalty card members with an offer for something they already have. So the list of Facebook coffee aficionados should be bumped up against Starbucks loyalty members and the dupes eliminated.
In snail mail, you spend money for a merge/purge, because it represents huge dollar savings.
In the world of email—where everything is basically free—merge/purge is a PR thing. You don't want to waste the time, confuse or piss off of your existing customers.
A Case in Point
I am a voracious reader about World War II. I recently received a pitch from Amazon.com for war books.
Of the nine books offered, I have read two of them: "The Generals" by Thomas Ricks and "The Last Lion" by Paul Reid and William Manchester.
The Amazon.com in-house promotion kid responsible for the offer did not take the time or trouble to do a merge/purge. In this case it would be a merge/purge of books rather than email addresses.